EFFECTIVENESS OF SM ADVANTAGE CARD IN CREATING CUSTOMER LOYALTY IN SM MARIKINA
A thesis submitted by Agoncillo, Sherylene E.
Cadiz, Lailani J.
Geronimo, Mirasol A.
Lorente, Jennylyn F.
Malto, Camille Joy D to Pamantasan ng Lungsod ng Marikina
In Partial Fulfillment of the Requirement for the
Degree of
Bachelor of Science in Business Administration Major in Marketing Management
This thesis has been accepted for the faculty of
Pamantasan ng Lungsod ng Marikina by: Name of Chair
Chair
Name of Advisor
Advisor
Name of External Reader
External Reader

Abstract
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CONTENTS
Abstract ii
List of Figures vii
List of Tables viii
CHAPTER I The Problem and Its Background 1
Introduction 1
Background of the Study 2
Conceptual Framework 4
Research Paradigm 7
Statement of the Problem 8
Significance of the Study 9
Scope and Limitation 10
Definition of Terms 11
CHAPTER II Review of Related Literature and Studies 13
Socio-Demographic Profile: Age 13
Socio-Demographic Profile: Gender 14
Socio-Demographic Profile: Income 15
Customer Retention 15
Interacting with customers 17
Building Loyalty 17
Purchase Intention 19
Purchase Frequency 20
Synthesis of Literature Review 20
CHAPTER III Research Methodology 21
Research Locale 21
Population Sampling or Respondents of the Study 21
Research Method and Design 22
Research Instrument 23
Data Gathering Procedure 25
Statistical Treatment of Data 25
References 27
Appendix A Questionnaire Validation Letter 32
Appendix B Survey Instrument Content Validity Test for the Problem 34
Appendix C Survey Instrument 42

List of Figures
Figure 1. Effectiveness of SM Advantage Card in Creating Customer Loyalty, as developed by the researchers. 5